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Marketing Global

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MARKETING GLOBAL

RESUME
MERANCANG DAN MENGELOA STRATEGI
PEMASARAN GLOBAL

Disusun Oleh:
REZA ASHARY
1207030002

PROGRAM PASCASARJANA MAGISTER MANAJEMEN
UNIVERSITAS ISLAM SYEKH YUSUF
2013
Industri global adalah industri yang didalamnya posisi strategis pesaing dala pasar geografis atau nasional utama dipengaruhi secara mendasar oleh possi global mereka secara keseluruhan.
Perusahaan global adalah suatu perusahaan yang beroperasi dilebih dari satu negara serta menangkap keunggulan litbang, logistik, pemasaran, dan keuangan dalam biaya dan reputasinya yang tidak tersedia bagi pesaing domestik murni.
Beberapa faktor yang dapat menarik suatu perusahaan ke arena internasional : * Perusahaan global yang menawarkan produk yang lebih baik atau harga yang lebih murah mungkin menyerang pasar domestik perusahaan itu. Perusahaan itu mungkin ingin menyerang balik pesaing ini dipasar asal mereka untuk mengikat sumber daya mereka. * Perusahaan itu mungkin menemukan bahwa beberapa pasar asing memberikan peluang laba lebih tinggi dari pada pasar domestik. * Perusahaan itu mungkin memutuhkan basis pelanggan yang lebih besar untuk mencapai skala ekonomis * Perusahaan itu mugkin ingin mengurangi ketergantungan pada satu pasar untuk mengurangi resikonya * Pelanggan perusahaan itu mungkin pergi keluar negeri dan membutuhkan pelayanan internasional
Tetapi sebelum membuat keputusan untuk bergerak ke luar negeri, perusahaan harus menimbang beberapa resiko, sbb: * Perusahaan mungkin tidak mengerti preferensi pelanggan luar negeri dan gagal menawarkan produk yang menarik secara kompetitif, perusahaan mungkin tidak mengerti budaya bisnis negara asing dan tidak tahu cara bertransaksi secara efektif dengan negara negara asing. * Perusahaan mungkin meremehkan peraturan negara asing dan mengalami biaya-biaya tak terduga. Perusahaan mungkin sadar bahwa ia kekurangan manajer dengan pengalaman internasional. * Negara asing mungkin mengubah hukum perdagangannya dengan cara yang tidak menguntungkan, mendevaluasi mata uangnya atau mengalami revolusi politik dan menyita milik asing. * Karena adanya keuntungan dan resiko yang bertentangan, perusahaan biasanta tidak bertindak sampai suatu peristiwa mendorong mereka ke arena internasional. Seseorang eksportir domestik, importir asing, pemerintah luar negeri, meminta perusahaan untuk menjual ke luar negeri. Atau perusahaan dibebani dengan kelebihan kapasitas dan harus menemukan pasar tambahan unuk produknya.

MENENTUKAN PASAR MANA YANG DIMASUKI Dalam memutuskan untuk ke lur negeri, perusahaan harus mendefinisikan tujuan dan kebijakan pemasaran internasionalnya, pada umumnya lebih masuk akal untuk beroperasi di sedikit negara dengan komitmen yang lebih dalam dan penetrasi di tiap negara. Ayal dan Zif menyatakan bahwa sebuah perusahaan harus memasuki lebih sedikit negara jika : * Biaya masuk ke pasar dan mengendalikan tinggi * Biaya adaptasi produk dan komunikasi tinggi * Ukuran dan pertumbuhan populasi dan pendapatan tinggi di negara-negara awal yang dipilih, dan * Perusahaan asing yang dominan dapat membuat hambatan masuk tinggi.
Perusahaan juga harus memutuskan jenis negara yang dipertimbangkan, daya tarik negara dipengaruhi oleh produk, faktor geografis, pendapatan dan populasi, iklim politik dan faktor-faktor lain. Secara umum, negara-negara kandidat seharusnya diperingkat dulu berdasarkan tiga kriteria utama, yaitu daya tarik pasar, keunggulan kompetitif, dan resiko.

MENENTUKAN BAGAIMANA MEMASUKI PASAR Setelah perusahaan memutuskan untuk mencapai suatu negara tertentu, ia harus menentukan cara masuk yang terbaik. Pilihan luasnya adalah ekspor tidak langsung, ekspor langsung, lisensi usaha perdagangan dan investasi langsung.

Ekspor tidak langsung
Yaitu mereka bekerja lewat perantara independen untuk mengekspor produk mereka, ada 4 jenis perantara: 1. Pedagang ekspor berbasis domestik (membeli produk produsen dan kemudian menjualnya di luar negeri) 2. Agen ekspor berbasis domestik (mencari dan menegosiasikan pembelian luar negeri dan mendapat komisi) 3. Organisasi kooperatif (melaksanakan kegiatan ekspor atas nama beberapa produsen dan sebagian dibawah kendali administratif mereka. Sering digunakan oleh produsen produk primer) 4. Perusahaan manajemen ekspor (setuju untuk mengelola kegiatan ekspor suatu perusahaan dengan bayaran tertentu)

Ekspor tidak langsung memiliki 2 keuntungan, pertama, melibatkan sedikit investasi, perusahaan tidak perlu membentuk departemen ekspor, tenaga kerja penjualan di luar negeri, atau sejumlah hubungan luar negeri, kedua melibatkan sedikit resiko karena perantara pemasaran internasional membawa keterampilan dan pelayanan dalam hubungan itu. Penjual biasanya membuat lebih sedikit kesalahan.

Ekspor langsung Pada akhirnya perusahaan mungkin memutuskan untuk menangani sendiri ekspornya, dengan beberapa cara : 1. Departemen atau divisi ekspor berbasis domestik (manajer penjualan ekspor melaksanakan penjualan aktual dan menarik bantuan pasar saat diperlukan. Departemen itu mungkin berevolusi menjadi suatu departemen ekspor mandiri yang melakukan semua kegiatan ekspor dan beroperasi sebagai pusat laba) 2. Cabang atau anak perusahaan luar negeri (cabang penjualan luar negeri memungkinakan produsen mencapai keberadaan dan distribusi, dapat juga menangani pergudangan serta promosi, biasanya berperan sebagai pusat tampilan dan pusat layanan pelanggan) 3. Wiraniaga penjualan ekspor yang berpergian (perusahaan dapat mengirim wiraniaga penjualan yang berbasis di negara induk ke luar negeri untuk mencari bisnis) 4. Distributor atau agen berbasis luar negeri (perusahaan dapat menyewa distributor atau agen berbasis luar negeri untuk menjual barang-barang perusahaan. Distributor dan agen ini dapat diberi hak eksklusif untuk mewakili` produsen di negara itu atau hanya hak-hak terbatas)

Lisensi Lisensi merupakan cara yang mudah bagi produsen untuk terlibat dalam pemasaran internasional, pemberi lisensi memberi izin kepada perusahaan asing untuk menggunakan proses manufaktur, merek dagang, paten, rahasia dagang, atau hal berharga lain untuk mendapatkan bayaran atau royalti. Jadi pemberi lisensi beruntung masuk ke pasar luar negeri dengan sedikit resiko, sedangkan pemegang lisensi beruntung memperoleh keahlian produksi atau produk terkenal tanpa harus memulai dari awal. Lisensi mempunyai beberapa kerugian potensial, perusahaan memiliki sedikit kendali atasa pemegang lisensi dibandingkan jika ia membangun sendiri fasilitas produksinya, terlebih jika pemegang lisensi sangat berhasil, namun, strategi terbaik adalah pemberi lisensi memimpin dalam inovasi sehingga pemegang lisensi akan terus bergantung pada pemberi lisensi ini. Beberapa variasi pengaturan lisensi sbb : 1. Kontrak manajemen (perusahaan mengekspor jasa manajemen bukan produk) 2. Kontrak manufaktur (perusahaan menggunakan produsen lokal untuk menghasilkan produk itu)

Usaha patungan Investor dapat bergabung dengan investor lokaluntuk membentuk suatu usaha patunga (join venture) yang didalamnya mereka berbagi kepemilikan kendali. Membentuk usaha patungan mungkin perlu atau diharapkan untuk alasan ekonomi dan politik. Perusahaan luar negeri mungkin kekurangan sumber daya finansial, fisik, atau manajerial untuk menjalankan usaha itu sendirian. Atau pemerintah luar negeri mensyaratkan kepemilikan bersama sebagai kondisi untuk masuk. Kepemilikan bersama memiliki beberapa kekurangan diantaranya , mitranya mungkin tidak setuju tentang kebijakan investasi, pemasaran, atau kebijakan lain.

Investasi langsung Adalah kepemilikan langsung atas fasilitas perakitan atau manufaktur berbasis luar negeri. Keuntungannya antara lain 1. Perusahaan dapat menghemat biaya dalam bentuk tenaga kerja atau bahan mentah yang lebih murah, insentif investasi pemerintah asing, penghematan biaya pengangkutan. 2. Perusahaan akan mendapat kesan yang lebih baik di negara tuan rumah karena menciptakan lapangan kerja. 3. Perusahaan mengambangkan hubungan yang lebih dalam dengan pemerintah, pelanggan, pemasok lokal dan distributor, memungkinkan untuk menyesuaikannya produk dengan lebih baik terhadap lingkungan pemasaran lokal. 4. Perusahaan mempertahankan kendali penuh atas investasi dan karenanya dapat mengembangkan kebijakan manufaktur dan pemasaran yang mendukung tujuan internasional jangka panjangnya 5. Perusahaan menjamin aksesnya sendiri ke pasar seandainya negara tuan rumah mulai menuntut agar barang yang dibeli harus memiliki kandungan lokal.

Kelemahan investasi langsung sendiri adalah perusahaan membuka investasinya yang besar terhadap resiko seperti mata uang yang tertahan atau didevaluasi, pasar yang meburuk, penyitaan, dan pesangon yang mahal.

PROSES INTERNASIONALISASI Masalah yang dihadapi banyak negara adalah terlalu sedikit perusahaan mereka yang berpartisipasi dalam perdagangan luar negeri, hal ini mencegah negara tsb memperoleh penerimaan devisa yang cukup untuk membayar impor yang diinginkan, akibatnya banyak pemerintah menyokong program promosi ekspor yang agresif untuk mendapatkan devisa yang diperlukan.

MENENTUKAN PROGRAM PEMASARAN Perusahaan yang beroperasi di satu atau beberapa pasar luar negeri harus memutuskan seberapa banyak mengadaptasi bauran strategi pemasaran mereka, apakah menggunakan standarisasi bauran pemasaran atau adaptasi bauran pemasaran, diantara 2 ekstrem tersebut terdapat banyak kemungkinan yang dapat dilakuka perusahaan terhadap produk, promosi, harga dan distribusi mereka saat memasuki pasar luar negeri.

Produk
5 strategi adaptasi produk menurut Keegan : * Perluasan langsung (memperkenalkan produk dipasar luar negeri tanpa perubahan apapun) * Adaptasi produk (mencakup perubahan produk untuk memenuhi kondisi atau preferensi lokal) * Penemuan produk (mencakup penciptaan sesuatu yang baru) * Penemuan mundur (memperkenalkan kembali bentuk-bentuk produk sebelumnya yang disesuaikan dengan kebutuhan negara asing) * Penemuan maju (menciptakan produk baru untuk memenuhi kebutuhan di negara lain)

Promosi Perusahaan dapat melakukan kampanye periklanan dan promosi yang sama dengan pasar domesik atau mengubahnya untuk tiap pasar lokal, suatu proses yang disebut adaptasi komunikasi, jika proses itu mengadaptasi baik produk maupun komunikasi, perusahaan itu melaksanakan adaptasi ganda.

Harga Perusahaan multinasional menghadapi beberapa masalah penerapan harga spesifik saat menjual barang ke luar negeri mereka harus berhubungan dengan peningkatan harga, harga transfer, tuduhan dumping, dan pasar gelap.perusahaan memiliki tiga pilihan untuk menetapkan harga diberbagai negara : * Menetapkan harga seragam disemua tempat * Menetapkan harga berbasis pasar di tiap negara * Menetapkan harga berbasis biaya ditiap negara

Saluran Distribusi Perusahaan internasional harus mempunyai pandangan saluran-menyeluruh (whole-channel view) mengenai masalah pendistribusian produk kepada konsumen akhir. Artinya perusahaan merancang saluran international yang memperhitungkan semua jalur dalam mendistribusikan produk penjual kepada pembeli akhir, termasuk organisasi kantor pusat penjual kepada pembeli akhir, termasuk organisasi kantor pusat penjual, saluran antarnegara, dan saluran di dalam negara.

KESIMPULAN

Perusahaan tidak dapat lagi berfokus hanya pada pasar domestik mereka, walau banyak tantangan dalam dunia internasional seperti mata uang, pemerintahan yang tidak stabil dll, dalam memutuskan bergeraknya perusahaan itu ke luar negeri pun, perusahaan perlu mendefinisikan tujuan dan kebijakan pemasaran internasionalnya. Pertama apakah ia akan memasarkan disedikit negara atau banyak negara, kemudian ia harus mempertimbangkan jenis negaranya, sering kedekatan psikis lebih penting daripada kedekatan geografis, secara umum negara kandidat harus diperingkat berdasarkan tiga kriteria yaitu daya tarik pasar, keunggulan kompetitif dan resiko. Setelah perusahaan memutuskan untuk memasuki suatu negara tertentu ia harus menentukan cara masuk terbaik, pilihan luasnya adalah ekspor tidak langsung, ekspor langsung, lisensi usaha perdagangan dan investasi langsung. Dalam memutuskan program pemasarannya sutu perusahaan juga harus menentukan seberapa banyak akan mengadaptasi bauran pemasarannya (produk, promosi, harga dan tempat) pada kondisi lokal. Pada dua ujung spektrum terdapat bauran pemasaran standarisasi dan teradaptasi dengan banyak tahap-tahap diantaranya pada tingkat produk perusahaan dapat mengikuti strategi perluasan langsung, adaptasi produk atau penemuan produk, begitupula dengan yang lainnya.

SARAN

Beberapa skenario faktor-faktor risiko internasional yang dapat secara buruk mempengaruhi bisnis yang diusulkan. Dengan bantuan analisis sensitivitas, perusahaan dapat dengan cepat menunjuk variabel-variabel kunci di dalam lingkungan yang akan menentukan hasil dari cara masuk pasar yang diusulkan. Perusahaan internasional itu kemudian mempunyai peluang untuk memantau secara cermat perkembangannya. Dengan cara : 1. Mengestimasi Penjualan Suatu estimasi yang akurat dari pangsa pasar atau volume penjualan adalah krusial bagi keputusan strategi masuk. Hasil penjualan akan sangat tergantung pada pangsa pasar perusahaan dan besarnya total dan potensi pasar. Perusahaan asing dapat mempengaruhi pangsa pasar melalui bauran pemasaran yang kuat, yang pada gilirannya tergantung pada tingkat komitmen finansial untuk pengeluaran pemasaran. 2. Potensi pasar tidak tergantung pada pengaruh perusahaan internasional yang mencari cara masuk. Ukuran pasar lokal dikombinasikan dengan pangsa pasar yang diharapkan kerap menentukan hasil dari analisis strategi masuk. 3. Mengestimasi Biaya Perusahaan internasional harus menetapkan taksiran biaya dari operasinya di sebuah negara asing berkenaan dengan biaya administratif umum dan pabrikasi. Biaya variabel unit dapat beragam tergantung pada strategi yang dipilih: produksi lokal, perakitan, atau pengeksporan., Untuk membuat biaya seperti itu, analis perlu menyimak biaya bahan baku lokal, tingkat upah lokal, dan tarif atas impor. Biaya tetap yang diperlukan mewakili elemen penting lainnya. 4. Mengestimasi Tingkat Aset Tingkat aset yang disebar sangatlah mempengaruhi profitabilitas dari setiap strategi masuk. Aset dapat terdiri atas setiap investasi yang dilakukan bersamaan dengan proses masuk ke dalam. pasar baru. Investasi seperti itu dapat meliputi modal kerja dalam bentuk kas, piutans dagang, dan/atau persediaan, atau aktiva tetap seperti tanah, bangunan, mesin, dan perlengkapan. Banyaknya aset yang dibutuhkan sangat tergantung pada tingkat kekhususan strategi masuk yang dipilih. 5. Konfigurasi Strategi Masuk Dalam kenyataannya, sebagian besar strategi masuk terdiri atas suatu kombinasi dari format-format yang berbeda. Proses pengambilan keputusan kombinasi yang paling baik disebut dengan konfigurasi strategi masuk.

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...have to change. While local demand and price elasticity decisions should play an important role in Brazil, pricing should not be left solely to the discretion of the local managers.  Since this is a global business, your firm will likely be competing in Brazil with some of the same competitors as elsewhere. 2) I do agree with this statement, more global consumer markets are likely emerge, but in the other hand there will continue to be national distinctions for many products. 3)  In my opinion the firm should sell to either wholesalers or import agents, because the retail system in India is very fragmented and it would be very expensive for the firm to make contact with each individual retailer and therefore this would be less expensive. 4) This statement is not correct, when a firm is pricing lower in a foreign country than it is in its domestic market, it can be difficult to distinguish dumping from price discrimination unless it is clear that the firm is selling at below cost in the foreign market. 5) This is a lack of cooperation between the various groups, which results in decreased revenue, unsatisfied customers, and low quality products. The firm needs to establish cross-functional coordination and integration between the three cores functions, R&D, marketing, and production, involve in the development of new products so that the product development projects are driven by customer needs, new products are designed for ease of manufacture, development costs...

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...International Marketing Course Title Course Provider Dr Didier Soopramanien Teaching Language English Level of Students Undergraduates- Course Duration 16weeks x 2.5 hours Credits 3 Category Objective & Overview of the Course This course explores the challenges that organizations face internally (within their own organizations) and externally (outside of their control) as they consider the market space outside of their home or more familiar market. A core concept of this course concerns helping organizations deal with the unfamiliarity of new markets. For many organizations, production takes place in one location but design and management/business decisions (such as how much to produce where to sell first or whether to add new features to an existing product) are taken in another location. Apple’s business model illustrates this. Apple is an American company but its products are currently not produced in the USA but are sold in many International markets. For some other companies they have no choice but to “produce and deliver” in the home market. This is the case of hotels such as Hilton hotels. They have to deliver what consumers expect from that brand but, of course, there are some local factors that can influence (positively or negatively) the delivery of the expected service. More interestingly, for us studying this topic in China, we have to consider how Chinese companies are entering international markets...

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...Marchea Ingram  Global Marketing   Assignment # 2  Aug. 31,2015     Chapter 2        Define totalitarianism and describe the four major types of totalitarianism.  Totalitarianism is known as dictatorship. A political system in  which one person or party  exercise full political control over the population.  There are four  kinds of totalitarianism.  ● Common totalitarianism which is a communist party.  ● Right wing totalitarianism is depicted by its intense hatred  communism.  ● Theocratic totalitarianism  is the monopolization of political powers in the hands of one  religious party or group.  ● Tribal totalitarianism indicates to one tribe or ethnic group (which may or may not be the  majority of the population) monopolizing political power and oppressing other tribes or  ethnic groups.    Describe the difference between democracy and totalitarianism.  Democracy is a political system in which citizens can decide representation to rule the country.  Having the freedom to express yourself is a sense of democracy.Totalitarianism is when a person  or group exercise total political control , it can be considered communist, right wing, theocratic  or tribal. Totalitarianism has a higher degree of political risk than democracies do.     ​ Describe the differences among the three economic systems.  ● Pure market  economy is identified by laisse fair and complete control by market forces.  ● Pure common economy is identified by government ownership, and control means of  ...

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.... Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. Answer: The controllable factors that I believe Starbucks has encountered entering the global market are similar to the controllable factors they have encountered in their domestic market. The controllable factors are product, price, place, and promotion. Starbucks has millions of consumers around the globe and is able to adjust to fit the different tastes and expectations of different cultures based on their products, prices, places Starbucks is available and how Starbucks markets themselves. The marketing research group of Starbucks also can evaluate to make sure the products they are providing to different countries and cultures is the right fit for them. When it comes to the uncontrollable elements that Starbucks has encountered entering the global markets, I can think of three factors. The first major factor for Starbucks is the prices of coffee in the world commodity markets. The price of coffee may be affected for example by a drought, just like corn if there is a drought the price of corn goes up. A factor that Starbucks also can’t control is the customers’ income. When the economy is doing bad then people spend less which means people would possibly buy less Starbucks then. The last factor that Starbucks has no control over is the variation in world currency rates. For example, based on (finance.yahoo.com) 1 US dollar is equal to 0.75 Euro right now. ...

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...Srinivasan, R. (2008), The American Marketing Association defines International Marketing as the multinational process of planning and executing concepts to create exchanges that satisfy organizational and individual needs. It involves organizations operating on a global scale, serving clients in different countries with a variety of products customized to meet their needs in regards to their culture and preferences. BurgerLite Inc. is fast food Company designed to serve customers that are looking for healthy food options. It offers a healthy solution that match people’s busy days and their awareness of the benefits of eating healthy. Going international is a big challenge because the Company doesn’t only have profit goals, BurgetLite’s culture and philosophy is to operate its business while improving and providing wellness and healthiness to society. A number of factors were taken into consideration when selecting the most convenient market, selecting Japan as the country that fit best the company’s philosophy and goals. This paper seeks to outline the preliminary criteria that were used to eliminate countries, the indicators used to evaluate the investment environment of the country as well as the decision and motivation towards the choice that was made. This report gathers an analysis of economic and social factors that we believe suit BurgetLite Inc. into the Japanese market. Moreover, important information about the actual marketing plan, guidelines and strategies are...

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...Global marketing – strategic principles Strategic principles are the essence of marketing, becouse it is responsible for successfully relating the strenghts of an organization to its enviroment. The way you can gain insight competitors is trough industry analysis. We can define industry as a group of firms that produce products that are close substitutes for each other. Michael E. Porter developed a five forces model that explains competition in an industry: - The threat of new entrants - The threat of substitute products or services - The bargaining power of buyers - The bargaining power of suppliers - The competitive rivalry among current members of the industry Threat of new entrants New entrants to an industry bring new capacity, desire to get position and market share, also sometimes new approaches to serving customer needs. Porter describes eight major sources of barriers to entry, the presence or abcsence of which determines the extent of threat of new industry entrants. Product differentiation can be achived as a result of unique product attributes or effective marketing communications, the third entery barrier relates to capital requirements, a fourth would be switching costs which is caused by the need to change suppliers and products. Now we come to the fifth barrier to entry that is refered to distribution channels, sixth apears as government policy. Some established firms may come acros enjoying costs advantages...

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